TL;DR
A good retainer proposal explains the outcome the client gets each month, what is included, what it costs and how you will report results. Keep it short, specific and focused on the client goals rather than your list of services.
What to include
- A short summary of the client goals and the problem you will solve.
- The monthly deliverables, listed clearly.
- Hours or capacity included, and what happens to unused time.
- Price, billing date and payment terms.
- How you will report progress and how often you will meet.
- Term, notice period and how scope changes are handled.
Lead with outcomes
Clients buy results, not task lists. Instead of “four blog posts per month”, explain that the content aims to grow organic traffic and support sales conversations. Then list the deliverables as how you will get there.
Offer two or three tiers
Giving options helps clients choose how much to invest rather than whether to hire you. A simple structure is a core package, a recommended package and a premium package, with the middle one clearly marked as the best fit.
Define the boundaries
- What is not included, such as emergency work or new projects.
- How extra requests are quoted.
- Response times and working hours.
- What happens if the client is late with feedback.
Make accepting easy
Send the proposal in a format the client can review, approve and sign without friction. Follow up within a few days with a short, friendly message.
AgenciesWP lets you send proposals, convert approved ones into agreements and set up recurring invoices for the retainer, all in your own WordPress site. See the features or see pricing.
FAQ
How long should a retainer proposal be?
Most are effective at one to three pages. Put the essentials up front.
Should I include a minimum term?
Many agencies use a three or six month minimum with a notice period afterwards. Choose what fits your work.
Putting it into practice
Pick one idea from this article and apply it to your next client or project this week. Small, consistent improvements to how you sell, price, contract and communicate compound quickly, and writing your process down makes each one easier to repeat.
More tips for agency owners and freelancers
- How to Price Agency Services: Hourly, Project or Retainer?
- Client Onboarding Checklist for Agencies and Freelancers
- How to Get Clients to Pay on Time: Practical Tips for Freelancers and Agencies
- How to Stop Scope Creep: A Guide for Agencies and Freelancers
- From Freelancer to Agency: When and How to Scale Your Business
- Agency Profit Margins: What Is Healthy and How to Improve Yours
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